Let's make sh/ft happen
We move brands, people, and businesses toward something better.
The Dutch government needed 18 million people to prepare for crisis. A booklet was ready. But a government brochure nobody asked for has one destination: the bin. So we didn't advertise the booklet. We made the country need it.
On November 17th, a coalition of national partners staged a symbolic blackout. Train stations went dark. Supermarkets. ATMs. TV signals broke. Radio fractured. The country's daily infrastructure made unfamiliar, for one day. Days later, 8.5 million booklets landed on doorsteps. Not cold. Expected. 73% kept it. 43% acted. Recall doubled the government benchmark. Experience beats information. Every time.
You know them. Or maybe — brace yourself — you’re one of them. Holding your phone a little further away. Turning up the brightness. Pretending it’s not the font size, it’s the lighting. Pearle Opticians new campaign dives into the all-too-familiar stages of denial when your vision starts to slip. Through painfully honest and playfully sharp storytelling, we hold up a (slightly blurry) mirror and show just how easy it is to do something about it. Because clearer sight doesn’t just sharpen what you see. It opens up a whole new world for you.
Femicide in the Netherlands is rarely sudden. It's the predictable end of a long pattern of control. Yet most people, including professionals, miss the signs entirely. We built a film around one question: "Where are you?" Repeated. Escalating. Through an ordinary love story, coercive control reveals itself slowly, the way it actually happens.
Developed with bereaved families and domestic violence organisations, the film reached 366 million people socially, 77 million through PR. Over 66 police units now use it for training. Advice and support requests rose by 22%.
In a time of constant stimulation, “Outside you realize what you truly need” has inspired the Dutch to engage more consciously with nature and their outdoor gear. Through powerful storytelling across various media, Bever has increased brand awareness not only among existing customers but also among a new, younger audience. In addition, Bever significantly strengthened its sustainable image by collecting reusable clothing during the Big Deal campaign around Black Friday.
Optimel Protein brings protein out of the gym and into real life. The campaign shows that daily life — juggling work, kids, and to-do lists — is its own kind of Olympic sport. By focusing on how protein helps you stay full and energized, not just build muscle, Optimel reaches a wider audience. With relatable stories and big-pack formats, protein becomes a natural part of everyday eating. Healthy food, for real life — not just for athletes.
Many young people see ‘pay later’ as easy and harmless — until it leads to unexpected debt. To make that risk visible, we created the Betaal-Later-Kater (Pay-Later Cat): a grumpy cat that shows up when you delay a payment, and won’t leave until you take smart financial steps. Together with the Ministry of Social Affairs and Employment and the Money Wise Platform, we launched a fully digital campaign with short videos, influencers, and a viral Snapchat lens. The result: more young people now think twice before using pay later. Awareness and online searches around financial risks rose sharply. Because behind every delayed payment, a Pay-Later Cat might be waiting.
The kruidnoot has been a Dutch classic for 150 years. But Bolletje was losing shelf space to newer, trendier brands. So we made the oldest snack in the tin feel like the newest thing on your feed. One simple twist: two kruidnoten as a bun, with whatever filling you can imagine in between. The world's smallest burger. No fixed recipe, no rules, just a format creators could run with. And so they did. Daan van der Lecq, Veggilaine, Tobias Camman, Monica Geuze, Nicolette van Dam. 9.4 million views, a COSMO pop-up, AH end caps, and a category that suddenly had culture again. +17% brand preference. +3.2% market share. Not bad for a biscuit. *Case study in Dutch
Justdiggit is on a mission to regreen Africa. With global warming moving in fast, we needed to speed up and think bigger. So, we built a movement of millions and turned this local NGO brand into a global icon for regreening. A badge of honor you want to wear with pride. This new lifestyle identity connects farmers in Africa to the new generation in Europe. Because regreening is done together.
A new law in the Netherlands redefines how we look at sexual consent: sex must always be mutual. If one person clearly doesn’t want it, continuing is punishable by law. But how do you bring that message across without sounding accusatory? Most people already know the difference between respectful and unacceptable behaviour — yet we rarely talk about it. That’s why we launched a campaign rooted in what people themselves believe. We asked the public about specific situations, and the message came through loud and clear: unwanted comments, touching, or following someone just aren’t okay. By showing this shared sense of right and wrong, the campaign helps make the new law feel personal, relevant and real.
Bolletje had a new logo and a bold ambition: become the go-to brand for smart snacking. We gave that ambition a face. Meet Bakker Daan, a character built straight from the brand's identity. Curious, inventive, always one idea ahead. Each new product gets its own film, its own moment, its own flavour of Daan's restless creativity.
Four films in. New bakes launched. A baker who's become genuinely recognisable, not just as a mascot, but as the living proof that a 150-year-old brand can still surprise you.
We all want to grow old, just not feel old. That's why many people avoid thinking or talking about later. But the sooner you do, the better you can shape a future that fits you.
For the Ministry of Health, Welfare and Sport of the Netherlands, we turned a heavy topic into something positive and hopeful. In a powerful film, three people guide a loved one through their life story — told with personal photos and video — before opening a conversation about the future. Because looking back helps you look ahead.
Research shows that 1 in 3 Dutch people own smart devices that never get updated, and 43% don’t install updates on new devices right away. That’s not just unsafe, it’s a waste of what smart tech can do. For the Ministry of Economic Affairs and Climate Policy, we created the campaign ‘Keep your devices smart. Do your updates.’ Instead of fear, we used positive triggers and timing to drive lasting behaviour. Meet Slimpie, a smart speaker-lamp who reminds you to update with humour and relevance, from not missing a penalty during the Euros to keeping your router safe year-round. Online videos and the interactive House IQ Test on doejeupdates.nl make updates fun, personal and impossible to ignore.
65% of Africa’s farmland is degraded. Climate change, deforestation, and unsustainable farming have stripped the soil of its life. The consequences are severe: water scarcity, expanding deserts, and shrinking space to grow food. But a powerful counter-movement is rising. Across the continent, local heroes are leading the way in restoring the land. They’re reviving the soil, protecting biodiversity, and building resilience on a scale the world has never seen. This movement is called Restore Local – and now, it has its own brand identity. Co-created with over 240 farmers, activists, and community leaders from Kenya, Rwanda, Ghana, and Burundi. A brand rooted in the stories, values, and traditions of those driving change. By Africa, for Africa.
Every child has a superpower: the strength to bounce back, grow, and move forward. But some just need help unlocking it. Too many children in the Netherlands grow up with poverty, loneliness, or problems at home. Without a solid foundation, resilience is hard to build. That’s why Kinderpostzegels exists. For its 100th anniversary, we helped shift the focus: from stamps to strength. A new campaign that makes resilience a shared mission. At its heart: a trampoline shaped like a stamp — symbol of a soft landing and a spring forward. A bright orange ribbon runs through the campaign, connecting everyone who joins in: from kids at the door to partners across the country.
Sweetie is a virtual 10-year-old Filipino girl we created to hunt down men who have webcam sex with children. We went undercover for 8 months, identified 1,000 predators and handed them over to Interpol. Sweetie instantly became world news. Laws were changed. Men were rescued. Children were saved. Sweetie was recognized by D&AD as 1 of the 10 best campaigns of the decade.
